Luliang Highland Vegetables 品牌形象 by Tian Rui Ling Dong is a highly esteemed winner of the very prestigious 2024 A' Design Award 鐵獎 in 平面設計 Competition Category.
鐵平面· 2024
Luliang Highland Vegetables 品牌形象
Client: Shandong Tianrui Smart Marketing Planning Co., Ltd
A' Design Award 鐵獎 Winner in 平面 Category
Verified Award Winner
Verify Award Status for #161048The Design
About Luliang Highland Vegetables 品牌形象
呂梁高原蔬菜係為中國一個高原蔬菜種植區量身打造嘅地區品牌形象。標誌以金牌圖案為核心構建，呢個係大眾熟悉嘅品質與卓越象徵。視覺中心係一隻口銜蔬菜嘅雀仔，靈感源自當地一句俗語——只有雀仔先至知道啲菜好唔好。光線、雀鳥同蔬菜構成咗主要嘅圖形元素。呢個品牌形象突顯咗當地廣闊嘅種植面積、生態化嘅種植方式，以及呢個地區純淨天然嘅自然環境。
The Recognition
About the A' Design Award 鐵獎
Luliang Highland Vegetables 品牌形象是 A' Design Award 鐵獎得主，這是授予滿足人們對設計精良的創作所期待的專業與工業要求的優良設計的聲望認可。鐵獎得主展現出其創作者的高超技藝、高度專業化、專家級的理解力和創造能力。預計Luliang Highland Vegetables 品牌形象將成為一件備受推崇、令人欽佩且被珍愛的創作，既實用又創新。這件贏得 A' Design Award 鐵獎的設計整合了行業最佳實踐，並擁有與專業知識和才華相結合的稱職技術特性。Luliang Highland Vegetables 品牌形象因其嚴謹而受到尊重，旨在提供有助於讓世界變得更美好的生活品質改善。
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- For regional public brand identity newly designed for Luliang Highland Vegetables. The Gold Medal logo image is a key element symbolizing uniqueness and importance. The main object of the design is to accent its excellence in China highland vegetable industry, as well as its extensive cultivation area and leading stance in the market due to exceptional climatic conditions. This has earned the brand public recognition for maintaining the pristine ecology and delivering high quality vegetables.
- Dimensions & Packaging
- Luliang County central square outdoor advertising
Kunming Luliang County highway outdoor advertising
Size: 5.25X13.8 M - Tags
- Logo, Gold Medal, Vegetable, Pristine, Compelling, Prominent
- Production Technology
- In the conceptual design phase, the project team engaged in extensive and intensive consultations to refine and establish the dominant visual elements of the logo design. These elements included symbolic textual and graphic elements such as light, birds, and vegetables. To accurately convey these elements, the team spent a lot of time in optimizing hundreds of prototypes and adjusting color combinations, in order to ensure that the finalized version of the gold medal image would be perceived the best in visual and textural appeal.
- Design Challenge
- Accurately proving the prominent stance in China highland vegetables and its ecological attributes are crucial for designing a logo for Luliang Highland Vegetables. By incorporating the gold medal symbol and the top production endorsement, along with elements of theater, personality, and interaction, the team enhanced the brand identity, fostered engagement with consumers, and improved communication.
- Research
- The design team spent months in conducting field work in Luliang, Yunnan, to gain a comprehensive understanding and enhance the core visual elements of the logo design. Throughout the research process, the members delved into the distinct climatic and topographical conditions, and analyzed the ecological cultivation practices adhered by local community. This not only underscored the importance of health and environmental sustainability but also provided valuable insights for the design process.
- Inspiration
- The Gold Medal, being associated as a symbol of excellence and high quality in culture and society, resonates with people's perception of the brand. The deep connection between Luliang Highland Vegetables and the values behind the Gold Medal has been crucial in gaining extensive recognition, serving as a source of inspiration for the design.
- Project Duration
- The design phase of the project commenced on 10 January 2023 and wrapped in June of the same year. The final product debuted and implemented on 16 October 2023, in Luliang County.
- Operation Flow
- An image of a bird holding a vegetable in its mouth, standing in the visual focus of the logo, was inspired by a local proverb in Luliang who knows if the vegetables are good or not, only the bird knows. This proverb suggests the adherence to the eco friendly principles of crop cultivation in the region and emphasizes the importance of personal taste experience in assessing food quality over external evaluations based solely on how it looks like. The pattern conveys a respect for the purity of nature and the pursuit for unprocessed state.
- Team Members
- Xun Gao，Yang Li
- Image Credits
- Xun Gao，Yang Li
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